this iconic image of audrey hepburn in an ikea print has been replaced, and even ikea's female designers have done a disappearing act. it's thought the changes were made in deference to the ultraconservative form of islam practiced in saudi arabia where women are banned from driving and can't travel overseas without permission from a male guardian. western companies doing business in the oil-rich kingdom do their best not to offend its strict religious practices, including segregation of the sexes, but for ikea's saudi arabian franchise, which has three stores, it's backfired. >> there could be a huge tidal wave of negative opinion towards it. that in the social and the digital viral world we live in becomes a global story. within hours. >> reporter: ikea's management agrees, as a producer of the catalog, we regret the current situation, said a company statement. we should have reacted and realized that excludeing women of the saudi arabian version of the catalog is in conflict with the ikea group values. ikea's sensitivity to its saudi arabian customers isn't likely to be well received